UK: Carlsberg extends Live Nation festival link-up

Carlsberg has signed a five-year deal with festival organiser Live Nation that will continue Tuborg's status as the official lager of Live Nation's UK music festivals.

Somersby Cider will also have official cider status at UK Live Nation events, Carlsberg said today (19 August). No financial details have been disclosed.

“This new deal will position Tuborg as the leading UK festival lager and also provides a high-profile platform to drive awareness and trial of Somersby Cider which has an important role to play in our beer and beverage portfolio,” Carlsberg UK's head of festivals and events, Nigel Bryant, said.

The Live Nation contract also secures the sale of Carlsberg UK’s beer and beverages at Academy Music Group, O2 Apollo Manchester, Southampton Guildhall and the Motorpoint Arenas at Sheffield and Cardiff, Carlsberg said.

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